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National Pork Board: Better reaching consumers through research

Photo by Ben Nuelle

Congress designed the Pork Checkoff to “strengthen the position of pork,” which is acheived through promotion of product, research, producer education and consumer education.

A National Pork Board representative shares how research and consumer education intertwine today.

The Pork Checkoff Program boasts a strong insights and analytics team, which offers great value to pork industry proponents. Jared Sutton, vice president of domestic marketing at the National Pork Board, speaks to the value of credible, objective, and trusted data.

“With today’s technology, we’re leaving a trail of digital data that people like Google and Nielsen can capture, and (use to) help organizations like the National Pork Board effectively understand consumer behavior – Get a good understanding of what their needs are and why they might be purchasing the products they are to fill those needs. Then from a pork standpoint, where the gaps are. Where do we need to focus in on innovation to develop and position products that meet or exceed consumer’s expectations?,” Sutton said.

Research assists in painting a “holistic” picture of how consumers are shifting in terms of attitude and behavior, according to Sutton. National Pork Board staff were able to identify perception issues, which should create opportunities for growth.

“It starts with taste. Taste and flavor, of course, dominate when it comes to food and what we choose to consume. Next is ease and preparation. It has to fit into the routine. People are pressed for time today. The next (two) are inheriently tied together – Food has to be good for me and my family, it also has to be good for the planet,” Sutton said.

National Pork Board staff gained a better understanding of where pork ranks compared to all other proteins through such insights, which helps the organization realign its messaging to overcome perception issues and meet consumers’ expectations.

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